CREATIVE BELGIUM AWARDS THE BOOK 2018

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D/2018/45/299 – ISBN 978 94 014 5378 3 – NUR 803

Book design: Mirror Mirror | www.mirrormirror.be

DTP: Keppie & Keppie | www.keppie-keppie.be

© CREATIVE BELGIUM & Lannoo Publishers nv, Tielt, 2018.

LannooCampus Publishers is a subsidiary of Lannoo Publishers, the book and

multimedia division of Lannoo Publishers nv.

All rights reserved.

No part of this publication may be reproduced and/or made public, by means of

printing, photocopying, microfilm or any other means, without the prior written

permission of the publisher.

LannooCampus Publishers

Erasme Ruelensvest 179, box 101

3001 Leuven

Belgium

www.lannoocampus.be

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CREATIVE BELGIUM AWARDS the book2018

The best of Belgium’s creative work in advertising, design and digital communication.

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foreword

boardPRESIDENTJENS MORTIER

BOARD MEMBERSGEOFFREY HANTSONGUIDO GOFFEAUMANUEL OSTYNNIELS SCHREYERSODIN SAILLÉRAOUL MARIS

The club is dead, long live the club.

On 1 June 2018, Creative Belgium celebrated the 35th edition of the Awards, honoring the best Belgian work

in advertising, design and digital of the year 2017. And for this special occasion we transformed the Knokke

Casino into a banging club.

In your hands you find a book offering a fine selection of award-winning work for brands and companies.

This year, the jury has awarded one Grand Prix for Good, 17 Gold, 31 Silver and 45 Bronze awards. All

winners and shortlists are published in this annual. Amazing work, that’s what you’ll discover. These are

campaigns that were spontaneously shared, that people talked about because they were a stunning

find or exquisitely well made. Because campaigns can get people into action. Create opinions. Change

lives. Take, for example, the beautiful Child Focus campaign that won a Grand Prix for Good this year. The

increase in shares thanks to the campaign resulted in an abducted girl being found exceptionally fast.

This book is also a tribute to all the brands that have a vision and the courage to invest in creativity. Bravo

to the advertisers who, thanks to their courage and confidence, continue to keep our profession exciting

and challenging. Hats off to Lidl, who received the President’s Award this year for their courage to elevate

basic promotional communication to original, witty and daring campaigns that unsurprisingly worked out

really well.

I do hope this book will inspire and stimulate brands, our creative industry and the next generation to keep

on working towards a better future.

Congratulations to all the winners of the Creative Belgium Awards 2018!

Isabel Van den Broeck

Managing Director

#CBA18

#creativebelgiumPA

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CREATIVE BELGIUM AWARDS 2018

FOREWORD

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01 jury

02 brand experience & activation

03 design

04 direct

05 film

06 innovative

07 integrated

08 interactive

09 media

10 new talent

11 outdoor

12 pr

13 press

14 radio

15 members

16 index

12

26

46

64

86

112

122

130

154

182

186

202

220

230

242

250

content

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The definition of Brand Experience & Activation for the purpose of the Creative Belgium Awards celebrates creative brand building and brand experiences through use of immersive and immediate activations, experience design and/or retail engagement for the sales of a product, a service or a business. Entries demonstrate how the optimization of the chosen touchpoints enriched the customer experience of the brand or promotion and led to increased brand awareness and measurable results.

brand experience& activation

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GOLDHEAD OF GODVERDOMME ALLES . De Vloer . De Vloer Copywriting Brand Experience & Activation

SILVERSKIN MEMORIES . Euromelanoma . BBDO BelgiumUse of Brand Experience & Activation Campaigns

TESTDRIVE THE COMMERCIAL . Volvo . FamousGreyUse of Brand Experience & Activation Campaigns

THE MUD SOLDIER . Flanders Fields . Ogilvy & Social.Lab Belgium Use of Brand Experience & Activation Campaigns

BRONZETHE TRUTH REVEALING BANNERS . Amnesty International . Air Use of Brand Experience & Activation Campaigns

EMISSION SWITCH . Mazda . Wunderman Antwerp Use of Brand Experience & Activation Campaigns

KETNET DUB . Ketnet . FamousGrey Use of Brand Experience & Activation Campaigns

THE TRUTH . De Standaard . mortierbrigade Copywriting Brand Experience & Activation

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BRAND EXPERIENCE & ACTIVATION

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SHORTLISTYOUR AD ON MY PROSTHESIS . CAP48 . Air Use of Brand Experience & Activation Campaigns

THE SPORTABLE GIFT WRAP . Decathlon . BBDO Belgium Use of Brand Experience & Activation Campaigns

TAHRA’S WORKOUT . Cleane Kleren . Boondoggle Use of Brand Experience & Activation Campaigns

TESTDRIVE THE COMMERCIAL . Volvo . FamousGrey Integrated Campaign

PROBABLY TEDX . Carlsberg . Happiness Brussels Use of Brand Experience & Activation Campaigns

THE TRUTH . De Standaard . mortierbrigade Integrated Campaign

CINEMA CANVAS: COMING SOON TO A CITY NEAR YOU . Canvas . mortierbrigade Use of Brand Experience & Activation Campaigns

SWAP MY SEAT . ALS Liga . Publicis Brussels Use of Brand Experience & Activation Campaigns

THE PREROLL FOOTBALL MATCH . Telenet . TBWA Use of Brand Experience & Activation Campaigns

GAME OF TORRENTS . MediaMarkt . Wunderman Antwerp Use of Brand Experience & Activation Campaigns

See all winners on www.creativebelgium.be

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BRAND EXPERIENCE & ACTIVATION

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DE VLOER ZOEKT IEMAND OM DAGELIJKS “IK DOE HIER

GODVERDOMME ALLES” TE MOMPELEN.

Office Manager, Management Assistent of Head of Godverdomme Alles;je mag de titel op je naamkaartjes gewoon zelf kiezen. Je moet ze sowieso ook zélf bestellen. Want da’s weer typisch. Jij, jij moet écht godverdomme alles doen bij De Vloer.

Je bent de spil die het bureau draaiende houdt, de lijm tussen administratie en facturatie, de velcro tussen prestatie en recreatie. Je ontvangt de klanten met een glimlach en beheert de boekhouding en het materiaal van het bureau met zorg. Je onthoudt verjaardagen en vergeet overuren. Je bent verantwoordelijk genoeg om met een losse sfeer om te kunnen. Je hebt een diploma. Of je hebt er geen. Maakt ons niet uit. Dat praktisch denkend hoofd op je schouders en die “awel, hoe zit het hier, bende luilakken?”-aanpak van jou is waarom we je zo graag hebben. Je bent mee met Microsoft Office, hebt al eens met Mac gewerkt en kan genoeg Engels en Frans om in beide talen een mop te vertellen. Een flauwe ofzo.

Elke dag opnieuw red je een jong, dynamisch communicatiebureau in Zurenborg (10 minuten wandelen van Berchem Station) van de afgrond. Een creatief bureau met 11 jonge, keihard werkende mensen die zich binnenkort afvragen hoe ze het in godsnaam ooit deden zonder jou. Want jij, jij doet er godverdomme alles.

Interesse? Stuur je cv en een korte motivatie naar info@opdevloer.be

Grote Hondstraat 44 - 2018 Antwerpen - 0032(0)35018665 - www.opdevloer.be

Head Of Godverdomme AllesCopywriting Brand Experience & Activation . Miscellaneous

We needed an office manager. Lacking any HR-connections and having zero self promotion funds at our

disposal, we needed to bring the most boring message in the most creative way possible. We wrote a

brutally honest job notice. Not for an “Office Manager” but for a “Head of Goddamn Everything”. And all we

did was post it on our Facebook wall. Just once.

BRAND/PRODUCT DE VLOER | CAMPAIGN TITLE HEAD OF GODVERDOMME ALLES | AGENCY DE VLOER | COPYWRITER KOEN VAN DEUN | CREATIVE

DIRECTOR KOEN VAN DEUN, JOHAN ROELANDT

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Skin MemoriesUse of Brand Experience & Activation Campaigns . Public health & safety, public awareness, fundraising

To detect skin cancer in early stages, the evolution of a skin mark is the most important factor in determining

the risk. Euromelanoma decided to use Facebook Memories as a medium to remind people to check their

skin. We developed a transparent sticker that asked people to put it on one of their skin marks, take a picture

and post it on Facebook, privately or publicly. Exactly one year later, Facebook Memories reminds them to

check its evolution. 100 000 skin memories stickers were distributed in pharmacies nationwide. Our message

was picked up by the national media as well as the digital community, resulting in nationwide reach.

BRAND/PRODUCT EUROMELANOMA | CAMPAIGN TITLE SKIN MEMORIES | AGENCY BBDO BELGIUM | ACCOUNT ISABEL PEETERS, LORE DESMET |

ART DIRECTOR KLAARTJE GALLE, GERTJAN DE SMET | COPYWRITER KLAARTJE GALLE, FREDERIK CLARYSSE, MORGANE CHOPPINET | CREATIVE

KLAARTJE GALLE | CREATIVE DIRECTOR SEBASTIEN DE VALCK, ARNAUD PITZ, KLAARTJE GALLE | DESIGNER KLAARTJE GALLE, GERTJAN DE SMET

| DIGITAL STRATEGY KLAARTJE GALLE | DIGITAL TEAM KIM LEUNEN | GRAPHIC DESIGNER KLAARTJE GALLE, GERTJAN DE SMET | DOP JASPER

HELDENBERG | EDITOR JASPER VANHAUWAERT | PRODUCTION COMPANY PRODUCER DOMINIQUE SALVO

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Testdrive The CommercialSILVER . Use of Brand Experience & Activation Campaigns . Cars, other vehicles, auto products & servicesSHORTLIST . Integrated Campaign . Cars, other vehicles, auto products & services

Typical car commercials most of the time look like this: a beautiful car in a beautiful landscape with a

handsome driver that is not you. If you go for a test drive, the reality is far from what you saw in the spot.

Until now. Volvo invites you to test drive the commercial. A test drive of the new Volvo V90 along exactly the

same Swedish route as the commercial. People could win this unique experience by visiting the campaign

website and first signing up for a test drive in Belgium.

BRAND/PRODUCT VOLVO | CAMPAIGN TITLE TESTDRIVE THE COMMERCIAL | AGENCY FAMOUSGREY | ACCOUNT KRIS VANDERHULST, NATALIE

DE KEYSER | PRODUCER EMILY RAMMANT, LOES FIERENS | ART DIRECTOR GEERT DE ROCKER | COPYWRITER TOM BERTH | CREATIVE DIRECTOR

KATRIEN BOTTEZ, AD VAN ONGEVAL, JEREMIE GOLDWASSER | DEVELOPER DAVID VIAENE, JÉRÉMY DILLENBOURG | DIGITAL TEAM BART SEGERS |

EDITOR 2FRAME | WEB DESIGNER JÉRÉMIE ACQUISTO | SOUND RAYGUN | STRATEGY ELISABETH ROELANDT, COPPELIA DE CRANE D'HEYSSELAER

| EXPERIENCE DIRECTOR MAARTEN BREDA | PRODUCTION COMPANY SHOOT THE ARTIST | POST-PRODUCTION FAMOUSGREY PRODUCTIONS |

DIRECTOR BJORN TAGEMOSE | DOP BJORN TAGEMOSE | LINE PRODUCER KATARINA VERCAMMEN

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The Mud SoldierUse of Brand Experience & Activation Campaigns . Travel, transport & tourism, entertainment & leisure

To mark the centenary of the battle of Passchendaele, Visit Flanders unveiled “The Mud Soldier”. A statue

placed on the North Terrace of Trafalgar Square, right in the heart of London. It stands as a symbol of the

struggle soldiers faced in the deadly muddy trenches. This unique outdoor art installation, sculpted with

sand and mud from the Flanders Fields of Passchendaele, slowly dissolved as it was exposed to the rain.

This ephemeral statue was an emotional reminder of all those soldiers that disappeared by drowning in the

deadly mud traps of Flanders Fields. And a reminder that their memory lives on.

BRAND/PRODUCT FLANDERS FIELDS | CAMPAIGN TITLE THE MUD SOLDIER | AGENCY OGILVY & SOCIAL.LAB BELGIUM | PRODUCTION COMPANY

SCULPTURE EVENTS EUROPE | ACCOUNT AN VANDE VELDE, ISABEL ARTOOS, LAURIEN LELIÈVRE-DAMIT | PRODUCER JAN KEERSMAEKERS,

MICHELLE TOFI | ART DIRECTOR DAMIAN VAN DER VELDEN, KILIAN VAN DER VELDEN, SEBASTIEN STEVENS, GAUTHIER FAIRON, ARNAUD GERATS |

COPYWRITER BILL BILQUIN, RAPHAËL ALLEGRO | CREATIVE MATHIEU CARDON | CREATIVE DIRECTOR MATHIEU CARDON | MEDIA PLANNING MATHIEU

GILLAIN, CAMILLE GORETTI | STRATEGY JAKUB HODBOD, JULIE FREDERICKX

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The Truth Revealing BannersUse of Brand Experience & Activation Campaigns . Public health & safety, public awareness, fundraising

BRAND/PRODUCT AMNESTY INTERNATIONAL | CAMPAIGN TITLE THE TRUTH REVEALING BANNERS | AGENCY AIR | ACCOUNT PAULINE HERALY

| CREATIVE MORGANE CHOPPINET, TOON VANPOUCKE | CREATIVE DIRECTOR ERIC HOLLANDER, DIETER DE RIDDER, JOERI VAN DEN BROECK |

DEVELOPER OLIVIER DESMET | DIGITAL STRATEGY MAXIME VAN SANTEN | GRAPHIC DESIGNER MAXIME DOUILLET | STRATEGY DIETER RIEMAEKER

Throughout the world, there are still government leaders who don’t tell the truth and do everything they

can to hide information about the cruelties that take place in their country. Because of this, Amnesty

decided to let leaders speak the truth for once, by targeting YouTube video speeches of the biggest leaders

and paying for the video banners to cover the subtitles.

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Emission SwitchUse of Brand Experience & Activation Campaigns . Cars, other vehicles, auto products & services

On 1 February, the city of Antwerp introduced a new low emission zone, meaning that almost 15.000

vehicles were no longer allowed to enter the city centre. So Mazda spotted an opportunity to hijack the

news with their range of clean cars and offered a positive solution to a practical issue: the Emission Switch,

a checkpoint where car owners got the chance to check if their vehicle was still allowed into the city. If any

car didn’t meet the new standards, the owner could switch it right then and there for a Mazda for the day.

BRAND/PRODUCT MAZDA | CAMPAIGN TITLE EMISSION SWITCH | AGENCY WUNDERMAN ANTWERP | ACCOUNT SEPPE DOGGE, MATTI VERHAEGEN,

ELINE GEURTS | PRODUCER INGEBORG VAN HOOF | ART DIRECTOR PATRICK VERMEYLEN | COPYWRITER TOMAS VAN LOON, JAN DENYS | CREATIVE

DIRECTOR SAM DE VOLDER | DESIGNER SEBASTIEN GREFFE, MAX HEIRBAUT, SARAH HERLANT | DIRECTOR BAS VAN HOOF | EVENT AGENCY

E-DEMONSTRATIONS

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Ketnet DubUse of Brand Experience & Activation Campaigns . Publications & media

Reading out loud helps children to learn to read better. Unfortunately, not all kids love to read out loud… Ketnet

wanted to do something about that. That's why Ketnet launched Ketnet Dub, a new tool that makes learning

to read fun. Ketnet Dub is a series of interactive cartoons in which children can become the voice of one of

the characters. Here's how it works: kids choose a character based on their current reading level. There are

3 different reading levels. The higher their level, the more difficult the words. Afterwards, they can watch

their movie again and hear how they’ve done.

BRAND/PRODUCT KETNET | CAMPAIGN TITLE KETNET DUB | AGENCY FAMOUSGREY | ACCOUNT LORE DEBULPAEP, MIEKE VAN DE GEHUCHTE |

PRODUCER EMILY RAMMANT, LOES FIERENS | ANIMATION MARK BORGIONS, GEERTJAN TILLMANS, MICHÈLE DE FEUDIS | CREATIVE CHIARA

SCHERPEREEL, DIEDERIK JEANGOUT | CREATIVE DIRECTOR KATRIEN BOTTEZ | CREATIVE TECHNOLOGIST GREGORY ROEKENS | DEVELOPER

FIRAT SORGUCU, ARNO VAN BIESEN | DIGITAL TEAM BART SEGERS | ILLUSTRATOR RUSLAN SULEIMANOV | PR LIEDEWIJ VERBIEST, ANNE-CÉCILE

COLLIGNON, LIESBETH PYCK | DIRECTOR TOON AERTS | DOP BRECHT GOYVAERTS | WEB DESIGNER LAURENS GROVEN, KEN WUYTACK | PRODUCTION

COMPANY PRODUCER EURYDICE GYSEL, NELE CARLIER | SOUND RAF DEBRAEKELEER, COBRA RADIO BREWERY, PATRICK DOOMS, SONICVILLE |

STRATEGY COPPELIA DE CRANE D'HEYSSELAER | WEB COPYWRITER JOANNA RYCKAERT

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The TruthBRONZE . Copywriting Brand Experience & Activation . Publications & mediaSHORTLIST . Integrated Campaign . Publications & media

To re-establish De Standaard as Belgium’s best source for truthful news, we started by telling the truth

about our own advertising. We used all the tricks in the book, and denounced them at the same time,

telling people we were doing it all because we wanted to sell them a newspaper. But it was for a good

cause, because the more papers De Standaard sells, the better they can investigate the truth.

BRAND/PRODUCT DE STANDAARD | CAMPAIGN TITLE THE TRUTH | AGENCY MORTIERBRIGADE | PRODUCTION COMPANY CAVIAR | PRODUCER

CHARLOTTE CODDENS, ELINE ROUSSEAU | ART DIRECTOR TOM MEIJER | COPYWRITER JESSE VAN GYSEL | CREATIVE DIRECTOR JENS MORTIER,

JOOST BERENDS, PHILIPPE DE CEUSTER | GRAPHIC DESIGNER YOANN STAS | DIRECTOR TOM WILLEMS | SOUND HET GELUIDSHUIS | STRATEGY

VINCENT D'HALLUIN | DESKTOP PUBLISHER VITO LATORRATA

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